The Sunday Times: “BA may ditch free meals on the long haul”

Seems that British Airways will have something in mind for those that are still willing to fly the airline in long-haul economy.

British Airways recently enhanced away complimentary snacks, food, alcoholic and non-alcoholic beverages in short and medium haul economy and introduced paid products. Now the airline is apparently mulling bringing paid food and beverages for long-haul coach as well.

You can access The Sunday Times article here of which below is an excerpt:

Now long-haul British Airways passengers are in line for the “improvement” to services known as paying for your own food and drink.

The airline could start charging long-distance flyers for a menu drawn from the aisles of Mark & Spencer, Alex Cruz, BA’s boss, has revealed.

In an interview with The Sunday Times, Cruz said that after “a rough start” customers now welcomed the chance to pay for M&S food on European flights. The airline’s buy-on-board system, which replaced free food on short flights in January, is “a perfect decision”, he said.

“It’s going great. Customers say to us: ‘Finally, I have good choices. No more chicken or beef’.” The service could be extended to long-haul economy. “We might do it,” he said.

Conclusion

Cruz came to British Airways from Spanish LCC called Vueling that is also part of IAG along with Iberia, Aer Lingus and Level.

Cannot see how the airline could compete with this BOB concept on the long-haul even against the US airlines that are certainly not known for being “leaders” in economy class service. Even less against the ME3 (Emirates, Etihad & Qatar) and Asian airlines when flying east.

It is really sad state even if the airline is merely contemplating something like this. I truly doubt that BA’s customer on the short-haul flights are happy for now having to pay for the crap that was previously included such as snacks and beverages.

I flew BA last year on long-haul economy to/from Montreal. I have no idea about the service in economy, as I was in sound sleep from take off to landing on both flights.